World Cup Team Attracts Fans,
But Sponsors Remain Skittish

The American team's victory in the Women's World Cup soccer tournament this weekend is Topic No. 1 in offices, schools and even ad agencies. So where are all the fat new endorsement deals?

Despite the team's weekend heroics and the impressive size of its audience, most companies with big sports-marketing budgets have been surprisingly tepid about making new advertising or sponsorship commitments. Even sponsors that already have relationships with the team or its telegenic players, including Nike and Mattel , say they...